'The Ordinary' skincare is a line of anti-aging serums from Canadian beauty brand Deciem. While the serums offer all the benefits of top shelf beauty brands and anti-aging products, they set themselves apart through affordability. No product in The Ordinary skincare line costs more than $15, and many cost less than $10.
The Ordinary products have straightforward names that stay true to the no frills ethos of the skincare line. In fact, the products are simply named after their active ingredients: 'Advanced Retinoid 2%' or 'Niacinamide 10% + Zinc 1%,' for example.
The Ordinary bolsters its minimalist brand and affordable prices with its packaging. Each anti-aging product comes in a simple one ounce container, and the label has little more than the company's name and the ingredients listed in a bare Helvetica font.
What Makes This Trend Stand Out
- Affordable Skincare
- Disruptive innovation opportunity: Develop skincare products that offer high-quality ingredients at affordable prices, similar to The Ordinary line.
- Minimalist Packaging
- Disruptive innovation opportunity: Create packaging with minimalistic design and simple labeling, focusing on the brand's name and key ingredients.
- Ingredient-focused Naming
- Disruptive innovation opportunity: Name products after their active ingredients to emphasize transparency and simplicity, as seen in The Ordinary line.
Sectors Adopting This
- Beauty and Skincare
- Disruptive innovation opportunity: Introduce cost-effective skincare products with minimalistic packaging and ingredient-focused naming to attract price-conscious consumers.
- Personal Care Retail
- Disruptive innovation opportunity: Emphasize affordability, simple packaging, and ingredient transparency in personal care retail products to compete with high-end brands.
- Cosmetics Manufacturing
- Disruptive innovation opportunity: Produce anti-aging serums and skincare products with high-quality ingredients, minimalist packaging, and straightforward naming conventions for cost-conscious consumers.
